About.com, a long-standing online resource for expert content, launched a new brand today to help millennials with their personal finance. The new site is the second stand-alone media property under About.com, following the recent launch of the company’s wellness brand, Verywell.
Touting headlines like “How You Can Travel for Free With Credit Card Rewards” and “5 Good Financial Habits to Start in Your 20s,” the new site, dubbed The Balance, simplifies financial information and advice through engaging and digestible content. The site features more than 34,000 articles from industry experts, covering a range of financial topics including small business tips, personal finance, money hacks, investing and career advice.
The Balance comes with About.com’s current transition into becoming a vertically-branded publisher. While finance is a heavily covered area of content across publishers, The Balance aims to become a niche resource for an audience of millennials and women.
"With our clean and modern responsive design, unique editorial approach, and proprietary data tools that leverage years of insights, we attract audiences beyond what's available on other finance sites," said About.com CEO, Neil Vogel, in a statement. "We've bet on a future in which vertical content reigns, and so far we really like the results - consumers have responded incredibly well to our new products, and advertisers are excited about our combination of data, scale and unique vertical brands. For the past 20 years, About.com has helped consumers make decisions, answer questions and solve problems, and The Balance is a great example of how we intend to help people for the next 20 years."
Jean Chatzky, the financial editor for the “Today Show” and host of “HerMoney” podcast, will be heading up The Balance as senior editor.
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